Molson Coors Announces Full Distribution Of Cold Hard Coffee With La Colombe

Brewing titan Molson Coors Beverage Co. has begun production of an alcoholic, cold-brew coffee in partnership with gourmet coffee-maker La Colombe. Distribution in three test markets last year appears to have been a hit, with the beverage set to appear on store shelves by January 2021.

Coors began its foray into the rapidly expanding hard coffee market in 2019, originally only selling the product in Denver, Chicago and Tampa/Fort Myers, Florida, the Denver Business Journal reported.

Molson Coors added Beverage Co. to its name in 2019 to signal a diversification of its product lines. Coffee is only one way the company is looking to expand its horizons: It recently announced deals with Coca-Cola and LA Libations to make hard seltzer and nonalcoholic beverages, respectively.

Food Dive noted hard coffee is a competitive market, with Pabst Blue Ribbon, Kraft Heinz and Jägermeister trying to get a slice with their own products. Coors is hoping to set itself apart by partnering with La Colombe, a company known for gourmet coffee. The product eschews creams, containing only coffee and alcohol with a vanilla-flavored option.

La Colombe predicted in its press release that ready to drink coffee will expand its $4.5 billion market by 66% in the coming five years. Pete Marino, Molson Coors Beverage Co.’s president of emerging growth, billed the partnership as a win for everyone, not just the companies involved. Molson Coors will distribute not only the alcohol version of the product but alcohol-free La Colombe coffees as well.

“This is one more way we’re innovating beyond our traditional product lines to deliver what consumers want,” he said, “It’s a mutually beneficial partnership for all; La Colombe will enhance its reach through our established distribution network, our distributors will benefit from access to another fast-growing, high-demand product they can offer their retailer customers, and Molson Coors adds an above-premium offering to the top of our nonalcohol roster of brands.”